Yu Evgeniy
Hanyang University · Social Sciences
About the Lab
Professor Yu Evgeniy's research lab specializes in consumer behavior, digital marketing, and cross-cultural brand perception, with a particular focus on electronic word of mouth (eWOM) and its influence on purchase intention in emerging markets. The lab investigates how factors such as eWOM credibility, quality, and volume shape brand image and perceived quality, especially in the context of Korean automotive brands among Russian consumers. Research directions include the mediation effects of brand image and perceived quality in online consumer decision-making processes.
Research Overview
Research Output Trend
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Selected Papers
2Purpose - This paper tried to identify the impact of electronic word of mouth (eWOM) on purchase intention (PI) of Korean-brand cars in the context of Russian consumers, taking into consideration the credibility, quality, and quantity of eWOM while also considering the mediation effects of brand image (BI) and perceived quality (PQ). Although there is a considerable number of studies discussing the impact of eWOM determinants on PI, not many studies were conducted focusing on the Russian market.
Purpose – This paper tried to identify the impact of electronic word of mouth (eWOM) on purchase intention (PI) of Korean-brand cars in the context of Russian consumers, taking into consideration the credibility, quality, and quantity of eWOM while also considering the mediation effects of brand image (BI) and perceived quality (PQ). Although there is a considerable number of studies discussing the impact of eWOM determinants on PI, not many studies were conducted focusing on the Russian market.
Research Areas
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